Ratna Enterprise
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RATNA ENTERPRISE
This case is prepared by NIESBUD @ New Delhi&
Presented by Arash Izadkhah(6201)
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Abstract
• Ratna was a woman from educated family & she was educated person as well
• Though she has lots of job opportunities but after her marriage she felt become confined person to merely doing chores
• In spite of lots of discouragement & hindrance of husband’s family she has decided to run her own business in absent of getting others assistance
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Ratna’s background
Her father was a senior government official Eldest of her two sibling Post graduation from JNU at Delhi Diploma in Pashto-Afghani She had earned an assignment in Afghanistan
but had given up due to her marriage She was married to Sunil Bhargava in 1982
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Question1
What made Ratna to start her own business?
Demotivated factors:1. 6 months after marriage she was
remained housewife n she felt boring.2. A job offer of Rs.1500/per month. But her
husband , her brother & father-in-law told her “It is not worth”, Ratna fell discouraged.
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Question 1 (cont’d)
1. Ratna thought of convincing Sunil," An educated women’s place was not only at home I could contribute elsewhere too.” & Sunil said, “I understand you Ratna, but how can I speak to my father on this issue?”, Ratna thought that Sunil wouldn’t be of much help.
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Question 1 (cont’d)
‘Skylark’ printing press was started by Sunil & his brother in 1979. ROI of press was 10-15% gross profit which was not good enough. Ratna told them they have lack of proper planning but her brother-in-law told her, “Business is not your cup of tea. You better to focus more on family”, Ratna felt hurt.
After some successful suggestions of her regarding their funds flow, o/h expenses & execution of orders, her husband told her “I feel proud of you Ratna”, which led to satisfaction & encouragement of Ratna.
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Question 2
What factors inhibited Ratna’s entrepreneurial drive?
In Dec 83, Ratna attended an E.D. training program @ NIESBUD @ Delhi Implementation of theories to practical fields
During training she thought of printing business because she wanted to show her brother-in law that she could do the same job in a better way Innovation
Taking loan from NSIC Risk bearing
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Question 3
Do you agree that Ratna is competent to become an entrepreneur?
“This was a trying time for me. The government officials thought that I only wanted to help my husband. I had to prove my genuineness to them on the on hand & the other I also had to prove my competence”
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Reasons that
Ratna is successful entrepreneur
• By the end of the first year her order position rose from Rs.20,000 to Rs.1.05lakhs
0
20
40
60
80
100
120
Ap
ril
Ma
y
Ju
ne
Ju
ly
Au
g
Se
p
Oc
t
No
v
De
c
Months
Ord
er R
ecei
ved
)R
s.X
1000
(
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Selling trend
1
1.65
2.95
6.2
0
1
2
3
4
5
6
7
1984 1985 1986 1987
Sal
es(
Rs.
X10
00)
Years
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“Now I can spread my wings & fly”
30%
70%
Patna
Others
Ratna’s network
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Reduction of transportation cost
• By taking maruti van for 85,000 instead of debt, it became precious asset to the enterprise and reduction of transport expenses to Rs.500 from Rs.1500 per month
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Ratna’s financial contribution
• Her financial contribution to the family rose from 60% to 80% after Anil, i.e. brother-in-law married and expressed inability to contribute to the family expenditure
• The family members & some close relatives even commented that Ratna had proved to be a son rather than a daughter-in-law.
• Ratna’s mother-in-law mentioned: ”Ratna brought peace in my house” but prior to this when Ratna got involved to this job she mentioned: “How can she do the house job when she is in the factory for so long”